Windows Phone gains mindshare, Android still tops

The latest report from US market research firm, NPD, suggests that Microsoft's Windows Phone platform is gaining mindshare amongst those who are considering a new smartphone; however, Google's Android platform is still the most desirable.

Based on survey data, NPD reports that about 10 per cent of Americans who responded are interested in choosing Windows to power their next handset, which is more than those considering a BlackBerry. However, Windows is still a long way off from the iPhone and Android as the platform Americans were most interested in, which received 18 and 30 per cent, respectively. A quarter of those surveyed said they didn't know or didn't care about which platform they would choose next.

This is a positive step forward for Microsoft in the mobile space, with the company poised to launch its next major platform update in the coming weeks. Germany is apparently the world's greatest adopters of new Windows smartphones, with 7.1 per cent of Germans already choosing a Windows Phone, according to Kantar Worldpanel.

The first iteration of Microsoft's software, Windows Phone 7, received a good critical response, with many applauding its simplicity and ease of use, but the absence of many key smartphone features seems to have ultimately held it back. The upcoming "Mango" update is expected to fill these gaps in features, with new tools like internet tethering set to be the standard.

In Australia, the battle for operating system dominance continues to play out as a two-horse race, with the latest stats showing Android now on top of iOS with 43 per cent of sales compared with 37 per cent. This figure could change dramatically if Apple launches the iPhone 5 next month.